DraftKings Boston

DK's positioning of "the game inside the game" was the leading inspiration for the built environment. The voice of the DraftKings brand connects to sports as an action, but also to DraftKings as a technology sports brand. Having this immersion of brand and experience has crafted and experience where the brand is seen, heard, and felt among all who enter. The concept blurs boundaries between sport and workplace through the use of transparency, dynamic materials and layered color.